As a Milan-based boutique consultancy studio working at the intersection of strategy, creativity and design, we help organisations imagine — and embody — better futures.
We are a team of forward-thinking designers helping clients design meaning, value and direction. Our approach blends brand, culture and design to create real impact — for businesses, people and society.
Areas of Expertise
Brand and Strategic Design
Employer Branding
People Empowerment
HR and CSR Communication
Co-design and Creative Coaching
Works and Collaborations
Selected Case Study
Formed through the merger of two global leaders in eyewear and eyecare, EssilorLuxottica engaged us in a co-design process with their global executive team and internal creative hub to articulate shared values. The project resulted in a global values manifesto, a communication system, and a visual identity that was reinterpreted and localised across regions — ultimately reaching more than 200,000 employees worldwide.
Selected Partnership
A leader in Corporate Wellbeing, now part of Marsh, partners with us to design branding and communication systems for Welfare, Wellbeing and People initiatives, addressing both Employer Branding and employee engagement goals, and to lead co-design workshops with strategically relevant employee clusters through academically grounded and participatory design methodologies.
Together with Jointly, we have worked with large organisations including:
Collaborations with emerging and independent ventures
We work with visionary founders and impact-driven start-ups — across both profit and non-profit sectors — who share a commitment to creating positive impact.
Recent collaborations include Mykes, a newly founded social enterprise focused on supporting urban parenthood during the first 1,000 days. Our work spans positioning, communication and user experience, helping shape a service that is accessible, meaningful and human-centred.
C.Xine
A strategic design and education practice founded by Massimo Bruto Randone, a professor with long-standing experience in academic, organisational and non-profit contexts.
Become
A venture that develops immersive Virtual Reality experiences to promote psychological wellbeing and the development of soft skills across organisational, educational and research contexts, founded by Luca Bernardelli.
Famille (by Mykes)
An evolving project supporting urban parenthood, developed by Mykes, a social enterprise founded by Letizia Cirillo and Angelica Villa, with the mission of “nurturing and connecting parenthood.”
Fictional.media
An emerging publishing house dedicated to Design Futures, founded by Silvio Cioni and Giovanni Caruso — Design Futures experts, co-founders of the FICTIVE studio and lecturers at Domus Academy.
We Are Gold
A fashion-focused head-hunting agency founded by Gian Maria Spinella, specialising in executive search and talent placement to support strategic growth in the fashion industry
Academic Engagements
Bridging teaching, research and practice.
Rooted in the Founder’s teaching practice and academic collaborations, Chapter 24 creates workshops, challenges and design marathons developed around real corporate briefs. These initiatives connect organisations with selected university talents and emerging design cultures, turning education into a space for strategic exploration and innovation.
Margherita Paleari, co-founder and Design Director of Chapter 24, teaches Branding, Meta-Design and Design Thinking at several Milan-based universities, including Politecnico di Milano, POLI.design, Domus Academy and NABA. At Domus Academy, she holds a teaching appointment in Visual Communication within the Master in Innovation Design.
Her teaching focuses on empowering students by fostering critical thinking, a design-driven mindset and creative confidence, working with international groups that bring together diverse backgrounds, perspectives and design cultures.
Through her academic collaborations, she has led and contributed to strategic and creative projects for industry partners including Danone, McDonald’s, Coca-Cola, Bombay Sapphire, Esselunga, Sirap, SAES Group, AIRC, Emergency, Banco Alimentare and the OneSight Foundation of EssilorLuxottica.
These collaborations allow Chapter 24 to bridge academia and organisations, fostering experimentation, talent development, and future-oriented thinking.